Persistent Systems has appointed Pratyush P as Associate Vice President Marketing, marking a key addition to its leadership team as the company continues to expand its global presence and strengthen its brand positioning. The appointment reflects a broader focus on enhancing marketing capabilities in a competitive technology services landscape.
In his new role, Pratyush P will be responsible for driving marketing strategy, brand communication and customer engagement initiatives. His mandate is expected to include aligning marketing efforts with business objectives, strengthening digital outreach and supporting the company’s growth across key markets.
Persistent Systems, a global technology services and solutions company, has been actively investing in expanding its capabilities across digital engineering, cloud and artificial intelligence. As competition intensifies within the IT services sector, companies are increasingly prioritising marketing functions to differentiate offerings and build stronger client relationships.
Pratyush P brings with him experience in marketing strategy, brand building and demand generation across the technology sector. His professional background includes working on integrated marketing campaigns, managing brand narratives and leveraging digital platforms to enhance visibility. The appointment is expected to support Persistent Systems in refining its go-to-market approach.
The development comes at a time when marketing functions within technology companies are undergoing transformation. With the rise of data-driven decision-making and digital channels, marketing teams are expected to play a more strategic role in driving business outcomes. This includes contributing to lead generation, customer retention and brand equity.
Industry observers note that leadership appointments in marketing often signal a shift towards more integrated and outcome-oriented strategies. As companies navigate complex buyer journeys, the role of marketing leaders has expanded to include cross-functional collaboration and alignment with sales and product teams.
For Persistent Systems, strengthening its marketing leadership is aligned with its broader growth ambitions. The company has been focusing on scaling its services across industries such as banking, healthcare and technology. Effective marketing strategies are expected to play a key role in communicating value propositions and supporting business expansion.
The appointment also reflects the increasing importance of digital marketing capabilities in the IT services sector. With clients relying more on online research and virtual engagement, companies are investing in content, analytics and automation to reach and engage target audiences. Marketing leaders are tasked with leveraging these tools to create consistent and impactful brand experiences.
From a martech perspective, the integration of marketing technology platforms is becoming central to executing campaigns and measuring performance. Organisations are adopting tools that enable data collection, customer segmentation and personalised communication. Leadership in this area is critical to ensuring that technology investments translate into measurable results.
Persistent Systems has indicated that it will continue to focus on innovation and customer-centricity as part of its strategy. The addition of Pratyush P to its leadership team is expected to contribute to these objectives by bringing a structured approach to marketing and communication.
As the company continues to evolve, the role of marketing leadership will remain central to shaping its market perception and driving engagement with stakeholders. The appointment highlights the importance of aligning marketing strategy with business priorities in a rapidly changing environment.
The move also underscores a broader trend across the technology industry, where organisations are investing in experienced marketing professionals to navigate competitive markets. As digital transformation accelerates, the ability to communicate value effectively is becoming increasingly important.
Pratyush P’s appointment as AVP Marketing signals Persistent Systems’ intent to strengthen its marketing function and support its long-term growth strategy.